Poacher turned gamekeeper: Could PR have saved John Terry?

By Laurence Lee, head of media

Poor old John Terry. One minute he’s Captain Marvel, the next he’s a walking soap opera. Despite his best efforts in gagging the press, he will, undoubtedly, have to say something about the affair and so his entire strategy of covering up his infidelity through the courts will have backfired. There are a variety of debates going on now as to what it all means, most notably on whether the day of the ‘super injunction’ is at an end (which it probably isn’t). The more interesting conversation seems to me to be the question as to what would have happened if John Terry hadn’t brought in the lawyers at all, but had gone down the PR route instead.

The thing about the media is that they really hate being threatened, especially by people who have made lots of money out of coverage and then appear to be biting the hand that feeds. Obviously the point of a super-injunction is that you’re not supposed to know an injunction has been taken out at all, but in the end people always find out. And presumably, with or without an injunction, the whole Chelsea team, Terry’s wife, most of the footballing community and therefore many sports writers, must already have heard rumours that the England captain was playing away. I’m guessing this must have been the reason why Schillings didn’t try to claim emotional damage to Terry’s family in its submission to the court.

But once Terry has lost the case the story flies off in all kinds of directions; he and his people have lost control entirely of their ability to manage the story. It’s the nightmare scenario. So here’s a question: what would have happened if, when Terry found out the News of the World were on to him, instead of threatening them with the lawyers he decided to do the following:

1. Do an interview with either the NOTW or a journalist chosen to ensure he gets a sympathetic hearing
2. In the interview ensure that you get the message across that you are looking for a shot of redemption and some counselling and marriage guidance. Preferably do the interview with your wife next to you, and ensure you’ve already written to apologise to Wayne Bridge and say you can’t wait to play for England with him again
3. Announce a plan for the ‘John Terry Foundation’ if it doesn’t already exist
4. Give the money from the interview to your favourite charity

Had he done that, you can absolutely guarantee the story would have been dead within a day – just another footballer with a marriage problem who’s getting over it. Capello wouldn’t be being asked if he’s fit to be England captain, as he’d have proved he was conquering his demons; his commercial contracts would be safe; his wife wouldn’t be off in Dubai having her picture taken to keep her profile up; the French model wouldn’t be making a quarter of a million for a kiss-and-tell to keep it all going. The worst he’d get is some ribbing from Manchester City fans when he’s up against Wayne Bridge next.

But instead he’s got yards and yards of coverage, and a whole world of problems. It’s a perfect example of how you can’t deal with a problem by trying to bury it.